Jamaica Vacations Limited (JAMVAC) recognized top five cruise travel advisors for 2024 and 2025 helping drive business to Jamaica at the 2026 Regal Rewards Awards on August 29.

The Regal Rewards program, operated through JAMVAC’s Jamaica Cruising brand, incentivizes travel advisors who sell cruises to Jamaica while providing marketing support and destination resources.

The awards come as JAMVAC celebrates its 50th anniversary and looks to build on five decades of connecting Jamaica with international tourism markets, according to a statement.

Joy Roberts, executive director, JAMVAC, said travel advisors remain central to that effort, helping to convert interest in Jamaica into bookings.

With more than 70 per cent of cruise passengers booking their trips through travel advisors, JAMVAC sees the travel trade as a critical channel for driving demand and keeping Jamaica competitive within the global cruise market.

Roberts underlined the importance of this following Hurricane Melissa, when the return of cruise ships contributed to Jamaica’s tourism recovery.

“We want more visitors to come through our ports, explore more of Jamaica, spend more in our communities, experience our food, culture and entertainment, and meet the people who make this destination unlike anywhere else in the world,” Roberts said.

Minister of Tourism Edmund Bartlett reinforced the importance of the travel trade, noting that advisors help turn interest in the destination into arrivals, repeat visits and long-term relationships.

He said that discussions and planning are underway around new ports, expanded facilities and additional attractions as Jamaica seeks to create more experiences and destinations for cruise passengers.

The Minister said the strategy forms part of efforts to “future-proof” Jamaica’s cruise sector as destinations contend with issues including operating costs, environmental considerations, changing Western Caribbean itineraries and greater competition from cruise lines’ private destinations.